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The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience

Author

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  • Roggeveen, Anne L.
  • Grewal, Dhruv
  • Schweiger, Elisa B.

Abstract

A proposed design–ambient–social–trialability (DAST) framework for retail atmospherics broadens conceptualizations to encompass not only the in-store experience but also out-of-store experiences that the retailer can control or influence. In turn, it expands understanding of retail atmospherics to incorporate multiple retail touchpoints that a customer may encounter during a journey. This framework also introduces a new dimension to conceptualizations of retail atmospherics, namely, the notion of trialability. By integrating literature on store environment cues with notions of the in-store sensory experience, this study also reveals some mediating and moderating factors that clarify how the DAST factors influence consumers’ shopping behavior.

Suggested Citation

  • Roggeveen, Anne L. & Grewal, Dhruv & Schweiger, Elisa B., 2020. "The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience," Journal of Retailing, Elsevier, vol. 96(1), pages 128-137.
    • Handle: RePEc:eee:jouret:v:96:y:2020:i:1:p:128-137
    DOI: 10.1016/j.jretai.2019.11.002
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